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Managing Services

This comprehensive overview of service management outlines the definitions, characteristics, and significance of services in the economy. It explains how services differ from goods, highlighting aspects like intangibility, perishability, and simultaneous production and consumption. The text also illustrates various service industries such as healthcare, hospitality, and financial services, alongside the expanded marketing mix for services known as the 7 Ps—which include People, Physical Evidence, and Process. Explore how effective service management can drive profitability in today's economy.

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Managing Services

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  1. Managing Services

  2. What Services have you consumed today?

  3. Service Definitions Services are deeds, processes, and performances. Valarie Zeithaml & Mary Jo Bitner A service is a time-perishable, intangible experience performed for a customer acting in the role of a co-producer. James Fitzsimmons 1-3

  4. Definition of Service Firms Service enterprises are organizations that facilitate the production and distribution of goods, support other firms in meeting their goals, and add value to our personal lives. James Fitzsimmons 1-4

  5. Examples of Service Industries • Health Care • hospital, medical practice, dentistry, eye care • Professional Services • accounting, legal, architectural • Financial Services • banking, investment advising, insurance • Hospitality • restaurant, hotel/motel, bed & breakfast • ski resort, rafting • Travel • airline, travel agency, theme park • Others • hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design

  6. Why Service Management?

  7. Why Service Management? • Services dominate U.S. and worldwide economies • Service as a business imperative in goods-focused businesses • Deregulated industries and professional service needs • Service management is different • Service leads to profits

  8. Examples of Goods Companies that are Expanding into Services Boeing

  9. Goods Vs. Services

  10. Characteristics of ServicesCompared to Goods Intangibility Heterogeneity Simultaneous Production and Consumption Perishability

  11. What do you see as the relationship between service and retail?

  12. Marketing Mix

  13. Traditional Marketing Mix • Elements an organization controls that can be used to satisfy or communicate with customers: • Product • Price • Place • Promotion 1-13

  14. Expanded Mix for Services – The 7 Ps • Product • Price • Place • Promotion • People • Physical Evidence • Process 1-14

  15. Father of the Bride hiring a wedding planner What additional elements of the marketing mix for services do you see here? http://www.youtube.com/watch?v=TFNlqU72wpY

  16. Expanded Mix for Services – The 7 Ps • Product • Price • Place • Promotion • People • Physical Evidence • Process 1-17

  17. The GAPS Model ofService Quality

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